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The Challenges of Acquisition to Convert and Retain Customers

Faced with the digitization of companies’ e-commerce activities accelerated by the pandemic, traffic acquisition has become an essential discipline to master. The goal: to be more visible on the various digital channels and to convert visitors into customers. † More than 50% of digital communications expenditures go toward acquiring traffic. The challenge is to exist in this market ultra-competitive explains Vincent Montet, founder and director of EFAP’s specialized MBAs in Digital Marketing & Business (DMB), and vice president of the Digital Economy Association (ACSEL).

The 7 most important levers for acquiring traffic

The acquisition manager has many levers to deploy his strategy. Vincent Montet deciphers the 7 main channels to master:

  1. Natural Referrals (SEO): the challenge is to appear on the 1st page of Google results to be visible and acquire new customers for free,
  2. Paid Reference (SEA): this first lever of advertising investment in digital consists of buying keywords or phrases that match the offer by paying per click for this service,
  3. Social Ads: these are ads produced using social network visibility or performance buying tools,
  4. The screen or the epub : these are advertising banners and banners purchased through real-time auction platforms,
  5. special operations : these campaigns are negotiated directly with an advertising agency,
  6. Membership: it consists of paying a commission on sales on a site or refunding the result of a performance (email address, download, video watched, etc.),
  7. Email: this core business of e-commerce is effective for loyalty to bring customers back.

The Multiplication of Sales Channels

From the issues related to the acquisition, the proliferation of procurement platforms has changed the situation. † The trade takes place outside the trade area. Nowadays I can buy directly on other channels like Instagram, WhatsApp or TikTok. This new approach requires ecommerce players to not only bring prospects and customers to their site, but also be present in their digital ecosystem to pick them up where they are. † We no longer advertise on Instagram, we now sell on this platform† †

The role of the acquisition manager, a profession with an ROI culture

With its levers, transformation challenges and specificities associated with e-commerce activities, acquisition represents a discipline that is certainly difficult to master, but whose daily life remains a challenge for professionals who want to retrain in this industry. According to reference studies on this topic, the role of the acquisition manager is defined by 3 main missions:

  • the design and implementation of the acquisition strategy,
  • project management using different tools,
  • managing complex teams.

His daily life consists of monitoring the levers he uses to achieve his objectives through key performance indicators (KPIs). † He is the conductor who brings forward the company’s advertising and commercial strategy in the digital field, while directing the day-to-day operators. He is in direct contact with his external service providers and his internal employees to adjust his campaigns in real time according to the set objectives. Vincent Montet summarizes.

If traditional media sites operate on a traffic-based model to deliver ads and monetize their audience, ecommerce sites have one main goal: conversion. † They are mainly looking for customers who purchase products or services. The conversion rate on an e-commerce site is on average 3% (excluding sites that offer click & collect such as Drive)† The acquisition manager must therefore integrate a strong ROI approach, based on the culture of KPIs, in his field of work.

From project management to mastering Google Analytics and Excel

To practice this profession, it is necessary to master the skills related to acquisition levers, to be able to deploy them or to manage the specialized contacts in each industry.

A reporting and data analytics company

Project management is one of the most important hard skills required, as is the basics of HTML, to know how to integrate tracers associated with operations into your site or application’s code, as well as a deep understanding of Google Analytics and Excel. † It is a business of reporting and data analysis. We have never worked with so many numbers since the advent of digital. For Vincent Montet, Google Analytics certification remains a must, which you can achieve by taking one of EFAP’s specialized DMB MBAs. In addition, the acquisition manager must be able to solve complex problems, be critical and be creative. Team management and emotional intelligence are all assets that recruiters seek for this strategic position.

A varied field of work and development perspectives

The scope of application may change depending on the structure it works for. At the agency, his duties can be more varied than at the advertiser, as he has to deal with multiple clients with different sectoral issues and challenges. His compensation ranges from €30,000 to €70,000, depending on his experience, the type of organization and his geographical area.

After that, he can evolve by specializing in one of the acquisition levers (SEO consultant, email expert, etc.) or into more managerial responsibilities. † He may also move into growth hacking professions, which use some of these levers in testing and lean more flexibly† It should be noted that the acquisition manager may also need to take charge of a company’s digital transformation project or support an advertising agency in going digital.

Train to become an acquisition manager with EFAP

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